Amazon Hopes Fit Insights Tool Will Reduce Returns
Amazon is giving fashion brands access to a tool to help customers determine the fit of apparel and shoes in an effort to reduce returns. The Fit Insights tool uses artificial intelligence and machine learning technology to help meet customer sizing expectations, Amazon said. However, a couple of sellers said customers lie about apparel not fitting in order to get free returns. One seller responding to Amazon’s announcement wrote in part, “And before you smear this “technology” all over your…